We Know Sunshine Boosts Your Mood - Let's Talk About How it Boosts Spending

There’s something about sunshine that shifts the mood. People smile more. Streets feel livelier. And yes, shoppers spend more. It’s not just a nice coincidence; it’s a real behavioural pattern that retailers, especially in homeware, gift, and furniture, can’t afford to ignore.

With April 2025 clocking in as the sunniest on record in the UK, the ripple effect on retail was immediate and noticeable. It wasn’t just ice creams and sun hats flying off the shelves. Consumers were out in full force, refreshing their homes, sprucing up gardens, and picking up gifts for spring birthdays and early summer celebrations.

Why Sunshine = Spending

It’s simple psychology. When we feel good, we buy more. Sunny weather boosts serotonin, lifts mood, and gives people that nudge to treat themselves or their spaces. Whether it’s a new garden chair, a cheerful throw cushion, or a gift for someone special, good weather makes people more open to those little (and not so little) indulgences.

Time and again, studies have shown this correlation. Sunshine boosts foot traffic, drives more online browsing, and increases the likelihood of impulse purchases. When the weather shifts, so does consumer confidence, and that’s when things get interesting.

April’s Sunshine Surge: The Numbers Don’t Lie

Data from the Office for National Statistics, the British Retail Consortium (BRC), and KPMG shows just how closely weather and retail performance are linked.

• Food sales rose by 8.2% year-on-year, with people stocking up for barbecues, garden parties and impromptu picnics.

• Non-food sales climbed 6.1%, outpacing the three-month average.

• Furniture and gift retailers experienced a notable increase in foot traffic and sales, as shoppers sought to refresh their interiors, decorate outdoor spaces, and find thoughtful seasonal gifts.

This wasn’t just a blip. Retailers themselves have pointed to the record-breaking sunshine as a key driver of this positive shift in consumer spending.

So, What Can Independent Retailers Do With This?

If you’re a buyer or independent retailer, sunshine is more than a weather update—it’s a signal. A moment to act. Here's how: 

1. Stock with the season in mind
Lean into outdoor living. Garden furniture, lightweight textiles, and fresh colour palettes—anything that says ‘bring the outside in’ or ‘let’s enjoy the garden’-have strong potential.

2. Make your shop a sunny destination
Even if it’s cloudy tomorrow, your shop doesn’t have to be. Use natural light where you can. Keep displays bright and airy. Place summery, joyful pieces front and centre. Your window is your invitation.

3. Ride the mood with your messaging
People are more receptive when they’re in a good mood. Use your socials, newsletters, and in-store signage to tap into that energy. Try a "Sunshine Picks" edit or a weekend event that brings a summery vibe into your store.

4. Encourage the ‘treat yourself’ mentality
Sunshine puts people in a treat-yourself mindset. Position lower-priced items, such as candles, decorative objects, and summer-inspired gifts, within easy reach near the entrance or checkout. These small wins add up.

You can’t predict the weather. But you can prepare for it. April’s sunny skies proved that consumers are ready to spend when they feel good, and retailers who are agile, positive, and well prepared are the ones who benefit most.

Because when the sun comes out, so do the shoppers. 

 

Source Credit:
Data and insights in this article are based on the latest retail sales reports from the British Retail Consortium (BRC), KPMG Retail Sales Monitor, and the Office for National Statistics (ONS), June 2025.